Arby’s Saudi Arabia has launched a celebratory campaign titled ‘Ala Osoluh’ which loosely translates to ‘The Authentic’.
The campaign includes a signature song by rapper Bandar Yahya, who’s the voice of the brand’s first anthem in Saudi Arabia. This was distributed along with nationwide in-store activations.
Kijamii, an independent advertising agency in the MENA region, was behind the campaign’s creation.
“Kijami has been an exceptional partner from the very beginning,” said Abdulrahman Rashwan, Arby’s Regional Marketing Manager.
The agency was also behind the highly successful launch campaign for Arby’s Saudi Arabia last year.
“Their strategic thinking and in-depth understanding of the Saudi market have been crucial in helping us achieve record-breaking sales at launch and execute the innovative ‘Ala Osoluh’ anthem anniversary campaign,” said Rashwan.
Building on that success, Kijamii aimed to create a comprehensive campaign to celebrate Arby’s first year and solidify their presence in the Saudi market.
Kijamii said its approach drew inspiration from the bold, self-confident, and original spirit of Generation Z. The demographic’s traits perfectly mirror Arby’s unique and high-quality meats and meals.
The agency collaborated with Yahya to create an upbeat rap song to resonate with this audience, favouring the format for its high-energy impact on Gen-Z.
Together, they ensured the lyrics held a double meaning: celebrating Arby’s international appeal while simultaneously resonating with the local youth culture and preferences.
The Arabic track’s clever wordplay aimed to reflect the bold and original nature of Arby’s.
“We are thrilled with the positive reception to the campaign and are eager to continue our collaboration with Kijamii as we strengthen Arby’s position in Saudi Arabia.”
Kijamii also developed all campaign assets, including the initial announcement post, eye-catching printables for in-store displays, staff uniforms, branded giveaways, window stickers, and more.
Omar Shoeb, Managing Director at Kijamii Saudi Arabia, said, “By combining our strengths and leveraging each other’s expertise, we’ve achieved incredible things together.”
The agency said it took this cohesive approach to ensure a consistent brand experience across all Arby’s locations in Saudi Arabia and resonate with customers throughout the country.
“I’m incredibly proud of what we’ve accomplished so far, and I’m even more excited for what the future holds for this dynamic brand as we continue to build on this successful partnership,” said Shoeb.
